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Brown-Forman to buy Gin Mare

Jack Daniel’s owner Brown-Forman has agreed to acquire Gin Mare, the world’s leading ultra-premium gin brand, for an undisclosed sum.

Gin Mare
Gin Mare is the largest ultra-premium gin brand in the world, according to the IWSR

Brown-Forman has agreed to buy Gin Mare and Gin Mare Capri from spirits distribution firm Vantguard and family-owned producer MG Destilerías. The deal, subject to customary closing conditions, is expected to close within 60 business days.

Founded in 2010 by the Giró family of MG Destilerías and Alfonso Morodo and Antonio Pardo of Vantguard, Gin Mare is the largest ultra-premium gin brand in the world, according to IWSR Drinks Market Analysis. It is sold in more than 70 countries.

“Brown-Forman is the perfect partner to bring Gin Mare to more consumers and bartenders around the world while keeping the brand’s commitment to producing a unique, high-quality, Mediterranean gin,” said Manu Giró, CEO, and Marc Giró, master distiller, MG Destilerías, in a joint statement.

The brand is made with Mediterranean botanicals such as Arbequina olives, thyme, rosemary and basil.

Released last year, Capri is made with the same four botanicals, alongside Italian bergamot and lemons.

Following the acquisition, the gin will continue to be produced at MG Destilerías in Vilanova i la Geltrú, a fishing village between Costa Brava and Costa Dorada.

Brown-Forman president and CEO Lawson Whiting said the products have “impressive sales growth and strong distribution in important European markets”.

“They are excellent complements to Brown-Forman’s super-premium portfolio,” he continued. “We believe this exciting acquisition enhances our capacity to deliver meaningful global growth for the long term.”

The deal comes three years after Brown-Forman acquired Fords Gin, marking its entry into the super-premium gin category.

In July 2020, Brown-Forman’s managing director of the global emerging brands division said the company was “very open” to additional gin acquisitions.

Spanish firm Vantguard, owner of Curado Tequila and Gin Raw, said it is planning to buy new brands ‘in the near future to strengthen its portfolio’ and would consider forming ‘strategic alliances with potential partners’.

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